Are we witnessing the feminization of marketing, or is this another appropriation of the female space? This thought-provoking article considers the relations between warfare, gender, and marketing, drawing on Deleuze and Guattari’s conception of warfare to illuminate the contemporary patriarchal organization of society, war, and marketing. The analysis examines if a shifting balance of power in society and in marketing is reflected in developments such as relationship marketing and postmodern marketing. It questions prevailing patriarchal power relations are still intact. The conclusion suggests that the female principle must be sought beyond societal structures and within the fringe, where the war machine operates—a space that cannot be fully occupied by social forces.
Published in Marketing Intelligence & Planning, this paper aligns with the journal's interest in critical analyses of marketing trends and their societal implications. By considering the connections between warfare, gender, and marketing, the article presents a unique perspective that fits with the journal’s focus on marketing strategies and broader influences.